Marketing digital no empreendedorismo feminino: um plano de marketing de conteúdo para uma empresa no setor de vestuário.

Women entrepreneurship, as well as the use of digital marketing in business, has been gaining ground in recent times. However, men still account for the largest share of entrepreneurs established in Brazil. Female entrepreneurship stands out in the fashion and beauty sectors, and many of these women work in the clothing sector and use social media as an alternative to improve their positioning. Thus, this study aimed to identify the barriers to female entrepreneurship in digital marketing and create a content marketing plan for entrepreneurs, presenting a project and task management tool called TRELLO. The research methodology is exploratory with a case study and observational. The social network Instagram and data from the federal government's REDSIM were used to collect data. Therefore, it can be inferred that some of the main challenges faced by female entrepreneurs are related to granting credit, sociocultural aspects, lack of technical knowledge in the marketing area, problems when using digital technologies, difficulties in generating consumer engagement, producing relevant and attractive content, and competition on social media. Despite the challenges, the proposed marketing plan and the TRELLO tool can contribute positively to better management for entrepreneurs and help leverage their businesses.